Exclusive│Tetra Pak: Following Innovative Trends

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Author: Sabrina Shen

Editor: Anna HU (Wechat ID: Nana-annahu), Hailee Bu, Iris Bu, Aria Yan

Henry Yu, Marketing Services Director, Tetra Pak China

There‘s no routine for design. Consumer trends formed by a generation of people should be first taken into consideration in design innovation for their profound impacts on the market.

On the morning of Apr. 20th,Henry Yu, marketing services director, and Ying Wu, business development director, both two from Tetra Pak China, gave wonderful speeches on package design innovation atFBIF2017’s Innopacksession. As consumers can only identify a limited amount of information at one time, package design needs to be clear, prominent, accurate and conformedto the trends so as to attractconsumption.

How to Capture Consumers‘Attention in 0.2 Seconds?

Fumi Sasada says in his book, The Power of design in 0.2 seconds, that products can only hold consumers for 0.2 secondsas they pass by, so package design is what matters most. At his speech, Mr. Yu mentionedthe concept of “First Try”, which means that as consumerscan only identify a limited amount of information at one time, package design plays an important role in whether they will have a first try at theproduct. Consumers may be paying for the package design before they even realize that.

“Three Keys“forSuccessful Design

So, how can we makea successful design? The three keys forsuccessful design, according to Mr. Yu, are product orientation design guidance and consumer trends

Companies have to store inspirations based on the deep understanding of the market and insight into consumersfor future work. Yet keeping up with the trends cannot guarantee success. They need to take into consideration the product orientation, brand image and its key value. What’s more, they need to pay attention to what consumers really like about the productand how they can differentiatetheir productsfrom others’? After they figure out the consumer trends and product orientation, they will need tools and guidance for design. One way is to give design guidance on regular packagingmaterials so that they can make the most use of what they have had and in the meantime, sell the products.

Consumer Trends, InnoPackGuide

Consumer trends formed by a generation should be first taken into consideration in design innovation, for their profound impacts on the market. Generallyspeaking, a trend lasts for 15-20 years global wide. In China, new ideas may even transmit faster. Consumer trends will continue to lead the market in both domestic and global market in the future.

Ying Wu, business development director, Tetra Pak China

The future trends for design can be concluded as simple, lively, humane, nourishing, trustworthy, customized, trendy as well as healthy. As the pace of modern life accelerates, design should be simple and clear, such as a combination of bright-colored figures or a mixture of colors with strong contrast and convey the products with textures. Besides, Consumers nowadays seek for spiritual satisfaction and a sense of identity in buying a product. Design should be aware of the consumer upgrade and find some way to arouse consumers’sentiments. Miss Wu also points out that, the solution for future packaging is to sort to convenience,fashion, environmental-friendliness, nature, innovation and freshness. While food companies satisfy consumers’demand, they also need to focus on innovation so as to create new demand for consumers in the future.